An exclusive report is a type of news article that is not shared with other media outlets or publications. It’s a popular PR strategy used to generate buzz around impactful announcements that might not reach audiences in the noise of other competing news. While an effective tactic, it takes a lot of preparation to create an exclusive report including thorough research, identifying and cultivating a unique angle, creating relevant context, and careful editing and revision. Additionally, securing an exclusive with the right journalist or media outlet requires a mutually agreeable timeline for an embargo period and clear agreements to avoid any hiccups along the way.
Offering an exclusive report to a journalist or media outlet that aligns with a brand’s target audience and goals is one of the best ways to secure high-impact coverage for a major announcement. It also helps establish trust and opens the door for future collaborations. However, overusing the term “exclusive” can erode credibility and frustrate journalists by making them feel like they’re being misled or lied to. Using the word exclusively in the subject line of every pitch can be misleading, position your brand as a boy who cried wolf and burn bridges that can take months or years to build.
As a general rule, an exclusive only makes sense when a major announcement warrants the exclusivity. Examples of such moments could include a big partnership or launch that would be significant for a brand’s audience, a milestone achievement or achievement that makes a real difference to your customers, an industry event with prominent guests that you can offer up as a content opportunity (think: a fireside chat with a celebrity), or a significant business development such as the acquisition of a competitor or a major round of funding with a notable investor.